From the Vatican, news today that Pope Benedict has signed a contract to endorse Nike products. The worldwide sports apparel giant and the Pontiff got together soon after the appearance of the brilliantly edgy ad featuring Tiger Woods and the voice of his dead father.
Benedict, of course, has been repeatedly rocked by allegations that he looked the other way as Catholic priests sexually abused children(see the latest NY Times story here:http://www.nytimes.com/2010/04/10/world/europe/10pope.html?hp) The Pontiff was reportedly impressed with the redemptive power of the Woods ad, and asked to sign on. Nike, of course, sees it as an opportunity to sell running shoes to the world's 1.1 billion Catholics.
Advertising Age has learned the first ad consists of this black and white photo of Benedict looking to heaven. We were also able to get a transcript of the voiceover. The speaker, presumably, is God.
"Benedict, I know you are the foremost spiritual authority on earth and as such are infallible. But I want to know what your thinking was, what your feelings are, and did you learn anything?"
No word yet on when the ad will appear.
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